Affiliate sites help drive online traffic to stores
Multi-channel retailers are beginning to drive online traffic to stores by working with affiliate sites to promote in-store pick-up services, affiliate networks expert Shawn Collins says.
The tactic can serve as a win-win for both the affiliate site and the retailer, because it helps to convert the online sale while also driving traffic into stores, where online shoppers tend to spend beyond the initial online purchase, says Collins, who operates marketing services firm Shawn Collins Consulting and the web site AffiliateTip.com.
Collins notes that a multi-channel national footwear retail chain has used affiliate marketing to advertise the option online shoppers have of saving on shipping costs by picking up their order in a local store. “The affiliate can promote the in-store pick-up option along with offers for free or discounted shipping,” he says.
Promoting the in-store pick-up option to a broader audience through affiliates works particularly well for discount retailers, who are less likely to offer free shipping, he adds.
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